Pickup trucks are big sell­ers these days, but Toy­ota wants to get a leg up on the com­pe­ti­tion, so it is arm­ing its deal­ers with a dyna­mite ad cam­paign for the 2014 Toy­ota Tun­dra.

Find out more about the new mar­ket­ing cam­paign from Toy­ota.

Pickup truck dri­vers can build what mat­ters most—not just “things,” but more impor­tantly, fam­ily, com­mu­nity, char­ac­ter and legacy—with the redesigned third-generation Toy­ota Tundra.

An inte­grated mar­ket­ing cam­paign, devel­oped in part­ner­ship with Saatchi & Saatchi LA, will encour­age them to do exactly that. On Sun­day, Sep­tem­ber 22, the 2014 Tun­dra has a new con­sumer target—the “Evolved Trucker.” This gen­er­a­tion of full-size pickup truck dri­vers’ main pri­or­ity is enhanc­ing the life of their entire family.

“The new Tun­dra has been engi­neered and crafted to deliver full-size pickup truck capa­bil­ity that empow­ers truck own­ers all across Amer­ica to build any­thing,” said Jack Hol­lis, vice pres­i­dent of mar­ket­ing for Toy­ota Motor Sales, U.S.A., Inc. “The mar­ket­ing cam­paign reflects this DIY spirit and gen­uinely show­cases the truck’s versatility.”

The cam­paign lever­ages mul­ti­ple medi­ums, as well as part­ner­ships with Dis­cov­eryChan­nel and Ani­mal Planet to show­case the do-it-yourself spirit of the fam­ily guy who includes his fam­ily on every­day adven­tures and projects cen­tered around the home­stead. The cam­paign carves out new ter­ri­tory with a truck buyer whose life is much bigger—and fuller—than tra­di­tional “truck guy” cliches.

[NOTE: In addi­tion to broad­cast, print, dig­i­tal and social mar­ket­ing cam­paigns, Toy­ota plans to offer on-site expe­ri­ences as well]

A num­ber of ride-and-drive expe­ri­ences in the com­ing months will allow guests a chance to get behind the wheel and expe­ri­ence the 2014 Tun­dra first-hand. Toyota-sponsored events and on-site acti­va­tions include Dew Tour, Super­cross, Toy­ota Drive Cen­ter events, Bass Pro Shops events, Mon­ster Energy Cup, as well as var­i­ous coun­try music fes­ti­vals and mil­i­tary events.

Toy­ota first unveiled the redesigned Tun­dra at a press con­fer­ence at the Chicago Auto Show on Feb­ru­ary 7, 2013. The truck adds dra­mat­i­cally bold ele­ments of design, refine­ment, qual­ity and crafts­man­ship, while build­ing upon its rep­u­ta­tion for power, func­tion and reli­a­bil­ity. Equipped with a pow­er­train that pulled the Endeav­our, it’s the most styl­ish and capa­ble Tun­dra yet.